Drucker School Prof. Jenny Darroch to lead panel discussions at Marketing to Women Conference in NYC

Drucker School of Management marketing Professor Jenny Darroch, an influential scholar in the field of knowledge management, will lead two panels May 2-3 at the 12th annual M2W® Marketing To Women Conference in New York City.

The annual conference draws thousands of senior managers and marketing executives from Fortune 500 firms across the United States and dozens of other countries. Attendees represent major service and consumer product sectors, including healthcare, electronics, retail, automotive, and pharmaceutical. Conference sessions cover topics such as media, research, purchasing habits, packaging, and point-of-sale interactions.

Darroch, the author of Why Marketing to Women Doesn’t Work, will serve as the moderator for the “What it Takes to be a Brand a Millennial Woman Can’t Live Without” panel. Experts will discuss the best ways to reach and provide value to the generation of women that is fast becoming one of the most powerful consumer segments in the world.

She will also lead “Reaching Women Around the Globe,” a panel discussing how various brands were able to successfully reach women consumers from different countries.

“Attending the Marketing to Women conference is one of the highlights of my year,” Darroch said. “There are plenty of other conferences that focus on women and empowering women. This conference is different because it acknowledges that women influence about 85 percent of all purchase decisions and the conference speaks to marketers who want to know how to more effectively market to them.”

Darroch works at the interface of marketing and innovation, with a special interest in marketing to women.

In 2015, a new study in the Journal of Knowledge Management identified her as one of the world’s most influential scholars in knowledge management—a field that focuses on the processes for most effectively capturing, developing, sharing, and using organizational knowledge. Two of her articles in that field were among the 100 most cited in the study.

Darroch is a core faculty member in Claremont Graduate University’s Drucker School of Management. She is the author of three book on marketing and more than 30 research articles that have appeared in European Journal of Marketing, Journal of Business Research, the Journal of Business Ethics and other publications.